The tools used depend on the strategic goals, the objectives of the communication program, the
profile of the target audience, the various advantages and disadvantage of each tool, and the
communications budget.

Whichever tools are used, it is important to maintain consistency in the aesthetic appearance,
linguistic style and tone, and message (including facts, figures, slogans, quotes) used in all the
communications products for a single campaign. Without this consistency, the message will not be as
effective, even if the target audience is exposed to several of the communication products. Worse
still, a lack of consistency may confuse or distract the target audience.